A Tale of Two Markets: How Malaysia and Indonesia Are Preparing for Ramadan 2026

Walk through a Malaysian town during Ramadan, and you’ll find a vibrant street scene buzzing with activity. Aromas from countless food stalls compete for attention, making it hard to pick the perfect breaking fast meal. Cross over to Indonesia, and the focus shifts to thekitchen. Homes are alive with the sounds of cooking, and multigenerational families gather around dining tables, sharing dishes passed down throughgenerations.

Our recent study surveying 1,000 consumers across the two markets reveals fascinating patterns in how Malaysians and Indonesians are preparing for Ramadan.

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The Rhythm of Ramadan

Ramadan is a month of reflection, devotion, andconnection. Both markets show deep commitment to meaningful observance, thoughthe data highlights different patterns in how people plan their month.

In Indonesia, 41% of respondents plan toincrease their spiritual focus compared to last year, citing terawih prayers, Quran recitation, and mosque attendance as central to their Ramadan experience.

In Malaysia, intentions are more evenly spread.While 28% plan to deepen their spiritual focus, 43% expect to maintain routines similar to last year. Notably, 37% mention prioritising rest and self-care—suggesting Ramadan is seen as a time for both spiritual renewal and personal wellbeing.

These patterns reflect how modern life, work schedules, and family responsibilities shape Ramadan practices across the region. What remains consistent is that both markets approach the month withintention, seeking meaningful ways to observe it.

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Breaking Fast: The Great Iftar Divide

In Indonesia, breaking fast is overwhelmingly ahome affair. Half of the respondents eat with family and friends, reinforcing bond sin familiar spaces. Cost considerations (37%) and spending time with loved ones(39%) indicate that iftar is less about novelty and more about connection—comforting, predictable, and centered on relationships rather than experiences.

Malaysia tells a different story. Over a third actively seek variety during Ramadan—dining out, exploring bazaars, anddiscovering new food vendors. The Ramadan bazaar has evolved from a practicalstop to a nightly festival, a social and cultural event. Malaysians visitbazaars at more than twice the rate of Indonesians and are significantly more likely to dine at restaurants during the holy month.

This reflects a cultural shift: Ramadan is not just a month of abstinence, but a celebration of culinary heritage and community. Yet there’s a paradox: 52% of Malaysians report being morebudget-conscious this year. Experience matters, but so does value—a tension brands must navigate carefully.

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The Digital Marketplace: Same Tools, Different Adoption Curves

E-commerce has transformed Ramadan shopping inboth markets, but adoption varies.

Indonesians have leapfrogged traditionalbanking, with 77% preferring e-wallets for purchases. This shows a society embracing mobile-first financial services, with credit and debit cards playing a minor role.

Malaysia, with a more mature banking ecosystem, shows a diversified landscape. E-wallets are popular, but debit (30%) and credit cards (26%) remain significant—consumers are digitally savvy but stilltied to traditional systems.

Social commerce is booming in both markets.TikTok Shop captures 42% of Malaysian Ramadan shoppers versus 33% in Indonesia. Social commerce changes the journey from searching for products to discovering them via entertainment, influencers, and algorithmic serendipity.

Home Economics: What Shopping BasketsReveal

Indonesian shoppers focus on groceries andcooking ingredients (45% of spending), reflecting their home-centered iftar.Malaysians spend less on groceries (36%) but invest heavily in kuihRaya—festive cookies that serve as gifts, social currency, and art. They alsopurchase home decorations at eleven times the rate of Indonesians.

These differences suggest Malaysians approach Raya preparation as a creative, aesthetic project—turning homes into stages for celebration—while Indonesians emphasize culinary labor and family togetherness.

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What This Means: Beyond the Data

In Malaysia, focus on experience andconvenience. Highlight variety, create Instagram-worthy moments, and makebazaar-quality food accessible via delivery. Tap TikTok’s momentum and offer indulgence at accessible price points. Messaging should reflect lifestyleswhere spirituality and convenience coexist.

In Indonesia, prioritize family, tradition, andvalue. Early-bird promotions resonate because shoppers plan ahead. E-walletintegration is essential. Celebrate the home as the center of Ramadan andenable meaningful family moments. Credibility comes from understanding thathospitality and togetherness are the ultimate currencies.

Across both markets, promotions matter—56% cite them as their top purchase driver—but Ramadan shopping is never purely transactional. It is bound up with identity, memory, and meaning.

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The Bigger Story

Malaysia and Indonesia illustrate how traditionadapts to modernity in different contexts. Indonesia preserves and intensifiesclassical forms of observance while embracing digital tools. Malaysia hybridizes, keeping the spiritual core while reimagining Ramadan for urban, professional, wellness-conscious lives.

Neither approach is more authentic. Both reflect how Muslim communities navigate the tension between heritage andchange, between what Ramadan has always meant and what it can mean in 2026.

For brands seeking connection, the lesson isclear: understand the cultural logic behind consumer behavior. Know not justwhat people buy, but why—and what it reveals about their families, faith, andidentity.

Ramadan 2026 is almost here. The data shows howpeople are preparing. The real question: are brands ready to meet them wherethey are?

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About the Study ‍

The Malaysia Ramadan Raya Consumer Study 2026 surveyed 1,000 Muslim consumers across Malaysia and Indonesia in January 2026, exploring various aspects oftheir Ramadan and Hari Raya practices. The study examined spiritual intentions, breaking fast preferences, shopping behaviours, spending priorities, bazaar attendance, and celebration plans. Using a consistent methodology, it providesa comprehensive view of how Malaysian and Indonesian consumers are preparing for and planning to observe Ramadan and Hari Raya in 2026.

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